Blind Spots
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Оглавление
Brideson RJ. Blind Spots
Foreword
About the Author
Acknowledgements
Preface
Introduction
CHAPTER 1. FROM HISTORY TO HERSTORY
THE BIRTH OF BUSINESS MARKETING
THINGS HAVE CHANGED – OR HAVE THEY?
WOMEN WANT MORE
THE WO-MAN ALGORITHM
Become conscious of the bias
FROM REJECT TO RESULTS
CHAPTER 2. ARE YOU BLIND?
CASE STUDY. THE 3 % CONFERENCE
BUSINESS HER-ITAGE
PRESENTING THE DATA …
MORE THAN BUMS AROUND THE BOARDROOM
THE RESULT OF GETTING IT RIGHT
CHAPTER 3. PROOF OF DIFFERENCE
Y CHANGE?
DO YOU GET IT?
CASE STUDY. WOMEN, WE SEE YOU
THE APPLE DOESN'T FALL FAR
SEGMENTATION IS KING, BUT ALSO QUEEN
PICK YOUR BATTLE
CHAPTER 4. MEET MODERN WOMAN
THE MOTHER LOAD
WHAT WOMEN WANT
ROLE REVITALISED
CHAPTER 5. ARE WE DATING OR IN A RELATIONSHIP?
BUT WHAT ABOUT HIM?
CHAPTER 6. BUSTING THE BIGGEST BUSINESS MYTHS
WHERE ARE WE GOING WRONG?
MYTH 1. I HAVE AN ALL-FEMALE TEAM – I GET IT
MYTH 2. WE'RE EQUAL OPPORTUNITY – TICK!
MYTH 3. WE'VE GOT A PERSON TO TACKLE THIS
MYTH 4. MY BUDGET ISN'T BIG ENOUGH
MYTH 5. WE'VE DONE FEMVERTISING. JOB DONE
FROM COMA …
… TO CONSCIOUS
A PERIOD OF TRANSFORMATION
CHAPTER 7 $HOW ME THE MONEY
1. WHAT'S THE SIZE OF THE PRIZE?
2. WHAT'S IN THE WAY?
3. WHAT'S IN YOUR HEART?
4. WHAT LENS ARE YOU USING?
KEEP MOVING
CHAPTER 8. FUTURE PROOF AND FEMALE READY
TRANSITION AND TRANSFORM
CONCLUSION
IMAGE CREDITS
INDEX
WILEY END USER LICENSE AGREEMENT
Отрывок из книги
Never in history has there been more pressure on businesses. The average time a CEO keeps their job is near record lows. The average time a marketing director keeps theirs is even shorter – just 44 months.
It's not hard to see why.
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Just as the Inuit are said to have 50-plus words to describe different types of snow, where we see only one, Bec Brideson can identify a myriad ways we can better communicate with women, many of which the average senior executive has never even thought about, let alone addressed.
Bec doesn't just understand women. She has articulated a precise path for how businesses can see them, resonate with them, commu-nicate with them and then do business with them.
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